Etsy Statistics 2026: Every Number Sourced From Etsy
As of June 30, 2026, Etsy had 5.7 million active sellers and about 87 million active buyers, and its marketplace sold $2.6 billion of goods in the second quarter of 2026, up 7.5% from a year earlier. Every number on this page comes from Etsy's own SEC filings, its shareholder letter, and the Etsy Help Center, each linked in the sources at the end.
- 5.7 million active sellers and about 87 million active buyers (June 30, 2026).
- 45% of 2025 sales went through the Etsy app, up from 42% in 2024.
- Roughly half of active buyers shop on Etsy only once a year.
- 89% of sellers are businesses of one, and 80% identify as women (Etsy Seller Census).
- Core fees: $0.20 per listing, 6.5% transaction fee, and 3% + $0.25 payment processing in the US.
How many sellers and buyers does Etsy have in 2026?
Etsy reported 5,706,000 active sellers and 86,969,000 active buyers for the period ending June 30, 2026, in its quarterly 10-Q filing. Active sellers were up 5.9% year over year; active buyers were down 0.4%. Etsy's shareholder letter describes the buyer count as growing about 350,000 from the previous quarter, back to roughly stable levels year over year.
Etsy defines an active seller as a seller who has had a charge or sale in the last 12 months, and an active buyer as a buyer who has made at least one purchase in the last 12 months.
| Metric | Value | Period | Source |
|---|---|---|---|
| Active sellers | 5.7 million | As of June 30, 2026 | Etsy 10-Q, Q2 2026 |
| Active buyers | 87.0 million | As of June 30, 2026 | Etsy 10-Q, Q2 2026 |
| Marketplace GMS | $2.6 billion, up 7.5% year over year | Q2 2026 | Etsy Q2 2026 shareholder letter |
| Marketplace GMS | $10.46 billion | Full year 2025 | Etsy 10-K, 2025 |
| Active sellers | 5.6 million | December 31, 2025 | Etsy 10-K, 2025 |
| Active buyers | 86.5 million | December 31, 2025 | Etsy 10-K, 2025 |
| Items for sale | More than 100 million | 2025 | Etsy 10-K, 2025 |
| GMS per active buyer | $121 (trailing 12 months) | 2025 | Etsy 10-K, 2025 |
GMS (gross merchandise sales) is the dollar value of items sold, excluding shipping fees and net of refunds. It is not Etsy's revenue.
Active sellers fell during 2025 and stabilized from the second quarter on. Etsy's 10-K attributes the decline to the one-time seller set-up fee introduced in 2024, which it says was designed to encourage a higher standard of seller commitment.
Who buys on Etsy?
Etsy's 2025 10-K breaks its buyers into groups. The standout number for sellers: roughly half of active buyers shop on Etsy only once a year, which means many visitors to your listing are not regulars who already trust the platform.
| Buyer metric (2025) | Value | Change year over year |
|---|---|---|
| Active buyers | 86.5 million | Down 3% |
| Habitual buyers (spent $200+ and bought on 6+ days in 12 months) | 5.9 million, about 7% of active buyers and about 40% of GMS | Down 9% |
| Repeat buyers (bought on 2+ days in 12 months, not habitual) | 34.6 million | Down 4% |
| New buyers | 21.2 million | Down 10% |
| Reactivated buyers (no purchase in a year or more) | 30.0 million | Up 4% |
Etsy also reports that reactivated buyers have about 40% higher first-year lifetime value than new buyers.
Where buyers are: in 2025, 74% of GMS came from US buyers and 26% from buyers outside the United States. Etsy estimates that about 17% of adults in the US and UK shopped on Etsy at least once in 2025, about 30% among adults who identify as women and about 10% among adults who identify as men.
How much of Etsy's sales happen in the app?
45% of 2025 GMS was transacted through the Etsy app, up from 42% in 2024, according to the 2025 10-K. In practice, close to half of purchases start on a phone screen, where your first photo appears small and cropped next to competing listings.
What sells on Etsy?
Etsy's top six categories by GMS in 2025 were home and living, jewelry and personal accessories, apparel, craft supplies, paper and party supplies, and toys and games. Together they made up about $8.9 billion, or 85% of GMS.
Who sells on Etsy? The Seller Census
Etsy's Seller Census is a survey of sellers it runs every two years. The results below are from the 2024 survey, as reported in Etsy's 2025 10-K. The survey covered sellers with an active shop in the United States, United Kingdom, Germany, France, Canada, and Australia.
| Seller Census finding | Share of sellers |
|---|---|
| Businesses of one | 89% |
| Run their business from home | 97% |
| Identify as women | 80% |
| Consider their shop a business | 70% |
| Made their first sale ever on Etsy | 59% |
| Sell on more than one channel | 51% |
| Use the income to cover household expenses | 38% |
| Say their creative business is their sole occupation | 29% |
| Live in rural areas | 27% |
About half of sellers sell only on Etsy. On average, sellers spend 52% of their business time making or designing, and the rest on administrative tasks.
How much does it cost to sell on Etsy?
These are the core fees from the Etsy Help Center, checked on September 29, 2026.
| Fee | Amount |
|---|---|
| Listing fee | $0.20 per listing; a listing expires after 4 months |
| Auto-renewal | $0.20 each time a listing renews |
| Transaction fee | 6.5% of the order total, including shipping and gift wrap |
| Payment processing (United States) | 3% + $0.25 per order |
| Offsite Ads | 15% of the order total, or 12% if you made at least $10,000 on Etsy in the past 365 days; never more than $100 per order |
| Shop set-up fee | One-time and non-refundable; the amount varies by location |
| Currency conversion | 2.5% when conversion is required |
Processing fees differ by country. To see what a specific sale leaves you after fees, use the free Etsy Fee Calculator.
What are Etsy's listing limits?
From Etsy's Help Center articles on creating listings and using tags:
| Listing element | Limit |
|---|---|
| Title | Up to 140 characters; Etsy suggests fewer than 15 words |
| Tags | Up to 13 tags per listing, up to 20 characters each |
| Photos | Up to 20 photos per listing |
| Videos | Up to 2 videos per listing, each 5 to 15 seconds long |
More on titles in Etsy title limits in 2026. To check a title or a set of tags against these limits, use the free Etsy Title Checker and Etsy Tag Checker.
Is Etsy selling through AI assistants?
Etsy says it is preparing for it. Its 2025 10-K states: "Generative AI tools are becoming an emerging discovery channel for e-commerce." It says Etsy has partnerships with technology platforms to surface sellers' items inside AI shopping experiences, which may allow select items to be bought within those third-party environments. In its Q2 2026 shareholder letter, Etsy says it launched a beta Gifting Assistant in May 2026 to help buyers find gifts through conversation.
What these numbers mean for your shop
This part is our reading of the data, not Etsy's:
- Half of buyers shop once a year. Many people who land on your listing do not know Etsy well. Clear first photos, plain titles, and complete item details do more work than insider tricks.
- Almost half of sales happen in the app. Check how your first photo looks as a small square on a phone before anything else.
- 5.7 million active sellers compete for attention. Listings that use all 13 tags, a clear title, and several photos give search more to match. Etsy gives you up to 20 photos and 2 videos per listing.
FAQ
How many sellers are on Etsy in 2026?
Etsy reported 5.7 million active sellers (5,706,000) as of June 30, 2026, up 5.9% from a year earlier. An active seller is one who has had a charge or sale in the last 12 months.
How many buyers does Etsy have?
About 87 million active buyers (86,969,000) as of June 30, 2026, per Etsy's Q2 2026 10-Q. An active buyer is one who made at least one purchase in the last 12 months.
What percentage of Etsy sellers are women?
80%, according to Etsy's 2024 Seller Census, as reported in its 2025 10-K. The same survey found that 89% of sellers are businesses of one and 97% run their business from home.
How much of Etsy's sales come from the app?
45% of 2025 GMS was transacted through the Etsy app, up from 42% in 2024.
How many items are for sale on Etsy?
More than 100 million items were for sale on Etsy in 2025, according to Etsy's 2025 10-K.
How much does Etsy take from each sale?
The core fees are a $0.20 listing fee, a 6.5% transaction fee on the order total including shipping, and payment processing, which is 3% + $0.25 per order in the United States. Offsite Ads, when they drive a sale, add 15% or 12% of the order total, capped at $100.
Sources
- Etsy, Inc. Form 10-Q for the quarter ended June 30, 2026 (active sellers and buyers, definitions)
- Etsy Q2 2026 shareholder letter (Q2 2026 GMS, buyer trend, Gifting Assistant)
- Etsy, Inc. Form 10-K for 2025 (2025 GMS, buyer groups, app share, categories, Seller Census, AI discovery)
- Etsy Help Center: What are the Fees and Taxes for Selling on Etsy? (listing, transaction, Offsite Ads, set-up, and conversion fees)
- Etsy Help Center: What are Payment Processing Fees for Selling on Etsy? (processing rates by country)
- Etsy Help Center: How to Create a Listing (title, photo, and video limits)
- Etsy Help Center: How to Use Tags to Get Found in Search (tag limits)
Figures checked September 29, 2026. We update this page when Etsy publishes new quarterly results.
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